Benetton's global search for fresh faces

Angela Scanlon

America’s Next Top Model may be the X-Factor of the fashion world but Benetton are getting in on the reality world action none the less. IT’S MY TIME is a global casting competition looking for fresh faces and new styles for Benetton’s 2010 campaign.

America’s Next Top Model may be the X-Factor of the fashion world but Benetton are getting in on the reality world action none the less. IT’S MY TIME is a global casting competition looking for fresh faces and new styles for Benetton’s 2010 campaign.

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Benetton's global search for fresh faces

Independent.ie

America’s Next Top Model may be the X-Factor of the fashion world but Benetton are getting in on the reality world action none the less. IT’S MY TIME is a global casting competition looking for fresh faces and new styles for Benetton’s 2010 campaign.

Benetton have always been purveyors of things a little left-of-centre, off-the-wall and controversial. Their adverts have provoked awe and outrage in equal measure, but we are not so easily shocked anymore. For this reason Benetton have had to change how they approach campaigns.

Of course they’re looking for “something different, something unconventional, something surprising, something real. It's not just how you look but how you are.”

Entrants are asked to build a profile online starting with one photo, add as many as you want and just get “creative”. Benetton want to get a peek into each persons life, style and most importantly their personality.

The prizes include flights and a week long stay in New York where the 20 finalists will be shot by fashion photographer Josh Olins.